Apple CEO Tim Cook responds to Chinese media, promises better service

Apple has published a letter to Chinese customers—signed by CEO Tim Cook—that addresses the building controversy over the company's warranty policies. Posted to the Chinese version of Apple's website on Monday, the letter (Google translation) discusses changes that Apple plans in China to offer better customer service. In addition to a clear statement on Apple's website regarding its repair and warranty policies, Apple also plans to increase training for its staff and authorized resellers and plans to improve how it handles iPhone 4 and 4S repairs.

"We are aware that, due to the lack of external communication in this process, [it has led] to the speculation that Apple [is arrogant or does] not care or [does] not attach importance to consumer feedback. We express our sincere apologies for any concerns or misunderstandings this gives consumers," reads a Google translation version of Cook's letter.

The letter comes about a week after Chinese state media began its open criticism of Apple and its response—or lack thereof—to warranty complaints. The People's Daily even ran a front-page piece calling Apple "arrogant" in dealing with Chinese consumers, saying Apple ignored customers and offered sub-par customer service. But China is such an important market to Apple—Cook won't stop talking about Apple's growth in China during every quarter's fiscal call—that it's no surprise Apple issued a public response.

It will likely take several weeks (if not months) for changes in consumer perceptions of Apple to register. That said, Apple has encouraged Chinese consumers to get in touch with the company directly regarding issues with Apple retail stores or resellers. "[W]e always harbor immense respect [for] China; the Chinese consumer is always the top priority of our hearts," Cook wrote.

Jacqui Cheng
Jacqui is an Editor at Large at Ars Technica, where she has spent the last eight years writing about Apple culture, gadgets, social networking, privacy, and more. Emailjacqui@arstechnica.com//Twitter@eJacqui

40 Reader Comments

Finally. I posted here several months back about my horrible experience with Apple over their Chinese sales. A friend of mine in Beijing bought her iPhone in London because Apple told her their support was global. When she returned home soon after the audio ceased working and Apple refused to help. Their best suggestion was to ship it back to London. Which is ridiculous, she ended up paying about $50 to have it repaired locally, it would have cost far more than that to have it sent to London and back.

When I spoke to Apple's US support about it they refused to in any way assist her and said that was policy. Their support guy apologized to me personally, but was not permitted to in any way help. She intends to go Nokia on her next phone, that is what she used to use and as she put it "they understand global support".

Finally. I posted here several months back about my horrible experience with Apple over their Chinese sales. A friend of mine in Beijing bought her iPhone in London because Apple told her their support was global. When she returned home soon after the audio ceased working and Apple refused to help. Their best suggestion was to ship it back to London. Which is ridiculous, she ended up paying about $50 to have it repaired locally, it would have cost far more than that to have it sent to London and back.

When I spoke to Apple's US support about it they refused to in any way assist her and said that was policy. Their support guy apologized to me personally, but was not permitted to in any way help. She intends to go Nokia on her next phone, that is what she used to use and as she put it "they understand global support".

That is hardly new btw, Toshiba did a tricky thing to a friend - when is a 'global warranty' not a 'global warranty' when they (Toshiba) defined global meaning only a 'regional warranty'. Interesting though in my experience I've never had an issue with Apple at least in New Zealand.

This comes against a backdrop of what appears to be a concerted number of hit-pieces against Apple by Chinese media, including paying a number of celebrities to coordiantedly post their experiences about Apple. They were caught because 1 pasted in the instruction 'Post around 8:30' in their tweet. See the following Mac Rumors piece.

This comes against a backdrop of what appears to be a concerted number of hit-pieces against Apple by Chinese media, including paying a number of celebrities to coordiantedly post their experiences about Apple. They were caught because 1 pasted in the instruction 'Post around 8:30' in their tweet. See the following Mac Rumors piece.

I think this is more damage control than underlying issues, but it could be a mix of both.

Of this I have no doubt. The friend having the issue works in marketing, and is responsible for Toyota's marketing in some areas. When China decided Japan was the enemy she ended up putting out all sorts of fires because of the hit pieces they started coordinating to damage Toyota.

That said, from personal experience Apple does indeed have a support problem in China. That does not preclude the fact that the government is likely coordinating an effort against Apple.

Aren't there a vast number of unauthorized Apple knock-offs in China? Could it be that Apple refuses (or makes it very difficult) to provide support to avoid servicing counterfeit products? That may be far-fetched and not make a lot of sense, but then refusing to honor your "global" warranty doesn't make much sense either.

Aren't there a vast number of unauthorized Apple knock-offs in China? Could it be that Apple refuses (or makes it very difficult) to provide support to avoid servicing counterfeit products? That may be far-fetched and not make a lot of sense, but then refusing to honor your "global" warranty doesn't make much sense either.

I would hope that an Apple "genius" could tell the difference between a true Apple product and a knock-off.

Werid, how come their customers are as satisfied, then? I have yet to see anyone I know have problems with Apple’s service, and I have seen them replace iPhones free of charge, no questions asked (perhaps that is considered arrogant?) when the reason for sending it in was "Dropped it in my bathtub".

The only thing I can think of is that Apple simply doesn’t have a big enough presence in China yet to provide the level of service they can in Europe or the US. Or perhaps it’s their chinese employees… they could always outsource service to the US.

When I spoke to Apple's US support about it they refused to in any way assist her and said that was policy. Their support guy apologized to me personally, but was not permitted to in any way help. She intends to go Nokia on her next phone, that is what she used to use and as she put it "they understand global support".

you are only going to get support if the phone/object is made the same as the place you are trying to get it fixed in.

Which makes this quite amusing, seeing as Apple's products are actually made in China!

Werid, how come their customers are as satisfied, then? I have yet to see anyone I know have problems with Apple’s service, and I have seen them replace iPhones free of charge, no questions asked (perhaps that is considered arrogant?) when the reason for sending it in was "Dropped it in my bathtub".

The only thing I can think of is that Apple simply doesn’t have a big enough presence in China yet to provide the level of service they can in Europe or the US. Or perhaps it’s their chinese employees… they could always outsource service to the US.

I can honestly say that I've had one of the worst experiences in customer service with Apple. I was working with a MacBook that was just bad. It was just a lemon. No harm, no foul. It's a work machine but Apple had me take it to the local Apple store. After being talked down to they finally agreed to look at the MacBook. They shipped it back a week later and had replaced the mother board and hard drive cage. A week later it was back in the local store. After arguing and fighting and speaking to a regional manager they FINALLY replaced the damn thing 2 months later.

The thing was, at the time I was looking buying a MacBook. After the way they treated me and handled what should have been a simple replacement (It was less than a month old when we brought it in the first time) I opted to not buy.

I was not a satisfied customer at all. I found them to unhelpful, arrogant and insulting to deal with. I don't think it was a typical situation but it certainly cost them a customer. (As if they give a shit.)

When I spoke to Apple's US support about it they refused to in any way assist her and said that was policy. Their support guy apologized to me personally, but was not permitted to in any way help. She intends to go Nokia on her next phone, that is what she used to use and as she put it "they understand global support".

you are only going to get support if the phone/object is made the same as the place you are trying to get it fixed in.

She was specifically assured when she was in London that Apple's support was global and that she would be supported when she returned to Beijing. Without that guarantee she never would have purchased an iPhone, do to her job this was a hard requirement. Nokia had no such restrictions, support was support and your purchase location and support location were irrelevant to your support.

She will not be buying any more Apple products, her experience was too upsetting for her and I do not blame her. I am glad to see that Apple is finally taking it seriously.

Gee its only when the press makes a big deal of it that Apple makes changes in its customer policies.How can i explain the agony i went thru when the Apple macbook (first generation) i got for my niece took 4 months to be replaced in my country the Philippines inspite of it having an international warranty?

This was the first generation macbook that was plagued by the intel video chipset corrupted display issue.You know how kids at that age dont understand that its Apple's fault that they wont change the macbook till it goes thru whatever goes thru their standard operating procedures etc and that Apple inspite of its commercials being so cool and hip and such dont actually translate to real life?

This completely turned me off Apple coz if a middling not famous or as "cool" name brands like Acer, Asus, can immediately replace their laptops under warranty with a new unit in less than two days in my country for factory defects, then why cant Apple?( I used to sell Apple, Dell, Acer and Asus brands and honestly Asus and Acer offered 1000 X superior service compared to the "Name" brands like Apple and Dell)

For me Actions speak louder than words or commercials.

When other lower end brands can beat you in service then something is really wrong when you cant live up to your image.

Not sure what other countries' experiences are. In the US, my service has been overwhelmingly positive - the Genius Bar people have repaired and replaced any Apple gear that I've had an issue with. The Genius Bar people in HK have been really good with relatives' Apple devices as well.

April 1st: Apple apologizes to accusations (doubtless accurate) of being "arrogant" by the state-run Chinese media.April 2nd: Apple contributes two billion dollars to various projects aimed at eliminating the necessity of rare earths in electronics and industrial goods.

Aren't there a vast number of unauthorized Apple knock-offs in China? Could it be that Apple refuses (or makes it very difficult) to provide support to avoid servicing counterfeit products? That may be far-fetched and not make a lot of sense, but then refusing to honor your "global" warranty doesn't make much sense either.

A year ago my parent's Apple TV broke down, Sent it to Apple store in Beijing, they first told me it was because of my own fault and that it had been opened, which was completely untrue. I went again and they agreed to provide a replacement, which, upon receiving it, showed all sorts of signs of use - marks front and back. I contacted them again and the store employees told me there was nothing I could do about it.

As a comparison my girlfriend fried her Macbook's internals in the US, sent it in, got it back after 4 days fully working, with everything cleaned. They even replaced the worn spacebar :-)

How can i explain the agony i went thru when the Apple macbook (first generation) i got for my niece took 4 months to be replaced in my country the Philippines inspite of it having an international warranty?

This was the first generation macbook that was plagued by the intel video chipset corrupted display issue.You know how kids at that age dont understand that its Apple's fault that they wont change the macbook till it goes thru whatever goes thru their standard operating procedures etc and that Apple inspite of its commercials being so cool and hip and such dont actually translate to real life?

This completely turned me off Apple coz if a middling not famous or as "cool" name brands like Acer, Asus, can immediately replace their laptops under warranty with a new unit in less than two days in my country for factory defects, then why cant Apple?( I used to sell Apple, Dell, Acer and Asus brands and honestly Asus and Acer offered 1000 X superior service compared to the "Name" brands like Apple and Dell)

This is good information to know for someone living in the US such as myself. The message appears to be that Apple has drastically inferior service in Asia. The company should address this.

- But living in the US, I have had a different customer service experience. In my dealings with Dell, Gateway, Linksys, Hewlett-Packard and Apple, Apple had by far the superior service by phone. - Also, I live 30 minutes away from an Apple Store. And that resulted in quick repairs sometimes taking only a couple of hours. No repair service in a regular computer store or by mail came close to that turnaround time.

But again Apple's quality of service seems to vary greatly depending on location. And that problem needs to be addressed.

Werid, how come their customers are as satisfied, then? I have yet to see anyone I know have problems with Apple’s service, and I have seen them replace iPhones free of charge, no questions asked (perhaps that is considered arrogant?) when the reason for sending it in was "Dropped it in my bathtub".

The only thing I can think of is that Apple simply doesn’t have a big enough presence in China yet to provide the level of service they can in Europe or the US. Or perhaps it’s their chinese employees… they could always outsource service to the US.

I can honestly say that I've had one of the worst experiences in customer service with Apple. I was working with a MacBook that was just bad. It was just a lemon. No harm, no foul. It's a work machine but Apple had me take it to the local Apple store. After being talked down to they finally agreed to look at the MacBook. They shipped it back a week later and had replaced the mother board and hard drive cage. A week later it was back in the local store. After arguing and fighting and speaking to a regional manager they FINALLY replaced the damn thing 2 months later.

The thing was, at the time I was looking buying a MacBook. After the way they treated me and handled what should have been a simple replacement (It was less than a month old when we brought it in the first time) I opted to not buy.

I was not a satisfied customer at all. I found them to unhelpful, arrogant and insulting to deal with. I don't think it was a typical situation but it certainly cost them a customer. (As if they give a shit.)

Let me see if I understand this correctly: you took your MacBook in and they replaced the motherboard and your hard disk cage at no cost and then you came back and got yourself a brand-new MacBook?And this experience put you off Apple?

Werid, how come their customers are as satisfied, then? I have yet to see anyone I know have problems with Apple’s service, and I have seen them replace iPhones free of charge, no questions asked (perhaps that is considered arrogant?) when the reason for sending it in was "Dropped it in my bathtub".

The only thing I can think of is that Apple simply doesn’t have a big enough presence in China yet to provide the level of service they can in Europe or the US. Or perhaps it’s their chinese employees… they could always outsource service to the US.

I can honestly say that I've had one of the worst experiences in customer service with Apple. I was working with a MacBook that was just bad. It was just a lemon. No harm, no foul. It's a work machine but Apple had me take it to the local Apple store. After being talked down to they finally agreed to look at the MacBook. They shipped it back a week later and had replaced the mother board and hard drive cage. A week later it was back in the local store. After arguing and fighting and speaking to a regional manager they FINALLY replaced the damn thing 2 months later.

The thing was, at the time I was looking buying a MacBook. After the way they treated me and handled what should have been a simple replacement (It was less than a month old when we brought it in the first time) I opted to not buy.

I was not a satisfied customer at all. I found them to unhelpful, arrogant and insulting to deal with. I don't think it was a typical situation but it certainly cost them a customer. (As if they give a shit.)

Let me see if I understand this correctly: you took your MacBook in and they replaced the motherboard and your hard disk cage at no cost and then you came back and got yourself a brand-new MacBook?And this experience put you off Apple?

Is this an April fools joke?

Yeah, it absolutely did. Not because they replaced it. But because of the hassle and the way I was treated. We buy a lot of MacBooks. This one was just bad. Didn't even power on half the time, crashed... it just wasn't useable. And it was purchased with AppleCare (The $299 warranty)

It's a work machine, and not even mine. I don't care if they fix it, replace it, shake a magic mushroom at it... if it works I'm fine. But instead they treat me like crap just to even look at it.

All of which was pretty clearly stated in my original post. And that makes me wonder what your motive for challenging me on it is? I had a crap experience with Apple customer service in an Apple store. And I even suggested at the end that it was not the norm. But it was MY experience and it absolutely put me off buying the MacBook I was looking at. I don't buy from companies that treat me that way.

When I spoke to Apple's US support about it they refused to in any way assist her and said that was policy. Their support guy apologized to me personally, but was not permitted to in any way help. She intends to go Nokia on her next phone, that is what she used to use and as she put it "they understand global support".

you are only going to get support if the phone/object is made the same as the place you are trying to get it fixed in.

I had an iPhone 4S fixed under warranty in Singapore that I bought in the US. I did have a local SIM card in it, don't know if that mattered or not.

Yeah, it absolutely did. ...because of the hassle and the way I was treated. ...It's a work machine, and not even mine. I don't care if they fix it, replace it, ....instead they treat me like crap just to even look at it.

And that makes me wonder what your motive for challenging me on it is? I had a crap experience with Apple customer service in an Apple store....and it absolutely put me off buying the MacBook I was looking at. I don't buy from companies that treat me that way.

How can I put this delicately... You come off like a spoiled, little snit. That's why. And I can just IMAGINE the attitude you brought with you when you went into that store each time.

Yet in spite of your obvious table-pounding, you got (a) a new motherboard for you system -and then (b) a new computer! Yes. That is certainly treatment most foul!

Yeah, it absolutely did. ...because of the hassle and the way I was treated. ...It's a work machine, and not even mine. I don't care if they fix it, replace it, ....instead they treat me like crap just to even look at it.

And that makes me wonder what your motive for challenging me on it is? I had a crap experience with Apple customer service in an Apple store....and it absolutely put me off buying the MacBook I was looking at. I don't buy from companies that treat me that way.

How can I put this delicately... You come off like a spoiled, little snit. That's why. And I can just IMAGINE the attitude you brought with you when you went into that store each time.

Yet in spite of your obvious table-pounding, you got (a) a new motherboard for you system -and then (b) a new computer! Yes. That is certainly treatment most foul!

If I paid for a 300 dollar warranty, I would not expect lip when I called in about issues. Customer service reps are paid to deal with irate customers, so either way its not an excuse for them to be anything less than 100% courteous.

Yeah, it absolutely did. ...because of the hassle and the way I was treated. ...It's a work machine, and not even mine. I don't care if they fix it, replace it, ....instead they treat me like crap just to even look at it.

And that makes me wonder what your motive for challenging me on it is? I had a crap experience with Apple customer service in an Apple store....and it absolutely put me off buying the MacBook I was looking at. I don't buy from companies that treat me that way.

How can I put this delicately... You come off like a spoiled, little snit. That's why. And I can just IMAGINE the attitude you brought with you when you went into that store each time.

Yet in spite of your obvious table-pounding, you got (a) a new motherboard for you system -and then (b) a new computer! Yes. That is certainly treatment most foul!

My job is customer service (yeah yeah, I could try to prove it but it's just internet blather and really, you're not going to bother reading it anyway) and I treat the guy helping me with respect. I've been in his shoes, and I will be in them again. I did no "table pounding" and I did no "spoiled brat" bullshit. That gets you NOWHERE when you need help. The guy that storms in like that gets nothing and I know it. Beyond that, why would I? I've got a customer's laptop that needs fixing... I've got no skin in the game. I get paid either way and it's not my machine. Hell, I got to get away from the job for an hour or so to get it fixed. Why would I even be upset?

I took a 30 day old busted laptop in for repair. Apple has a lauded customer service and hey, it's 30 days old and busted. The only problem is that I was treated like shit. I didn't ask for a new machine, I called, made my appointment, showed them what was wrong and asked them what to do about it. They treated me rather poorly. All they'd say is "Well, if you'd brought it in 2 days ago we'd just give you a new one." As if that, in anyway helped the situation.

Yes, it's out of the norm for Apple. But it was still a case of poor customer service which relates rather directly to both this article and the original poster I replied to.

Frankly, you come off as a fanboi who's afraid to see any criticism of the company. I called them out on a personal experience. You've got no reason to get all ass-hurt just because I called a spade a spade here. For you to make assumptions and jump to conclusions about how I behaved is rather asinine. (Granted it is the internet so asinine is sort of expected.) Nothing I posted even remotely would suggest that behavior and yet you assumed it all the same.

Tim Cook has neither apologized often enough times nor strongly enough for Apple's transgressions in the Chinese market. He also refused to get on his knees and bow to the Chinese Communist emperors. Shame on him.

He should also apologize for not copying Samsung, for producing excellent products, for satisfying the normal Chinese consumer, for opening clean and aesthetically pleasing Apple stores which others envy, and for China allowing Apple to manufacture its products in China.

Finally. I posted here several months back about my horrible experience with Apple over their Chinese sales. A friend of mine in Beijing bought her iPhone in London because Apple told her their support was global. When she returned home soon after the audio ceased working and Apple refused to help. Their best suggestion was to ship it back to London. Which is ridiculous, she ended up paying about $50 to have it repaired locally, it would have cost far more than that to have it sent to London and back.

When I spoke to Apple's US support about it they refused to in any way assist her and said that was policy. Their support guy apologized to me personally, but was not permitted to in any way help. She intends to go Nokia on her next phone, that is what she used to use and as she put it "they understand global support".

I'm surprised by this, since I've had a Macbook purchased in the US repaired under warranty by an authorized third-party repair shop in Vietnam. I wonder if this is a China-specific policy, or if a third party repair shop would have fixed it?

How disgusting for the "state" media to call Apple "arrogant," a "state" that persecutes, imprisons and murders its own people for simply expressing an opinion.

Tim Cook's letter is disappointing. He just made Apple appear weak in the face of an unjustified and purposeful attack on a high profile Western company. Steve Jobs never would have kissed the ass of communist murderers.

Their attack on Apple is just the beginning. More non-Chinese companies will soon become targets. After all, they have stolen and copied all the technology and know-how they need and wanted. The West, Japan, etc, never should have normalized trade with such a country. None of this should come as a surprise.

Good for Cook. I'm not sure Jobs would have ever done such a thing. I'm not sure if China will ever fully accept Apple given the political tensions between the US and China.

Nah, the Chinese knows how to differentiate between politics and business. This issue is about business and it has to improve very soon, or else, you will see another "hit-piece" being spewed up by the state media again. They know Apple has no influence in US politics so there is no point making this into a political fiasco!.

Cook better show some very concrete improvements soon and additional concessions in some popular places Beijing and Shanghai, or big cities. Word goes out faster than in the West with the Chinese social media and SMS chatterboxes going overtime spending every dime (yuan) they have ....

I'm in the US and I'm on my third iPhone update now (the only apple product I really use, I used to have an iPad and my wife uses a macbook as a doorstop), and I would say their customer service is pretty horrible even here in NYC. My iPhone crashes and needs to be rebuilt from factory default every time I try to patch the OS. I got 0 support from Apple the first time it happened, their phone support basically said that since I didn't have the extended warranty they recommended that I buy a new upgraded phone.

I ended up managing to fix it myself, but I'd say 99% of people would not have been able to.

At the store they won't do anything for me without my paying for it, and all of their products are engineered to fail as soon as their initial warranty expires anyway. if I wasn't locked into the ecosystem via buying apps, I would have switched to android a long time ago... At least there I have more control over the device to fix it myself.

Finally. I posted here several months back about my horrible experience with Apple over their Chinese sales. A friend of mine in Beijing bought her iPhone in London because Apple told her their support was global. When she returned home soon after the audio ceased working and Apple refused to help. Their best suggestion was to ship it back to London. Which is ridiculous, she ended up paying about $50 to have it repaired locally, it would have cost far more than that to have it sent to London and back.

When I spoke to Apple's US support about it they refused to in any way assist her and said that was policy. Their support guy apologized to me personally, but was not permitted to in any way help. She intends to go Nokia on her next phone, that is what she used to use and as she put it "they understand global support".

I was having problems with my USA-purchased iPhone last year while in Germany, the Munich Apple Store wanted to give me a replacement but the system wouldn't let them. After making some calls they found out the device volume limit mandated by the European Union causes the European phones to have a different ID/part number, so they couldn't do it. They did, however, offer to overnight me a new phone from the USA to me in Munich. I wonder if this might be the cause of your friend's bad experience.